In this specialist graduate thesis the opinions of the citizens of the Republic of Croatia on the ethics in marketing of financial institutions are analyzed. Along with the research part, which answers the research questions through the analysis, the themes related to the marketing of financial institutions are theoretically discussed. Ethical business involves various forms of ethical business behavior, from strategic decisions to behavior toward buyers and suppliers, ie moral principles and values that determine the behavior of an individual and group within an organization. In order for the organization to be successful its actions and procedures must be based on ethical attitudes and beliefs in decision-making in business, including those related to defining marketing strategies and policies where it is essential to align the criteria of ethical business and economic efficiency. Financial institutions, as well as other companies, meet each other on a daily basis with a choice between an ethical and unethical approach to their clients and potential buyers. Ethical decisions in marketing and mutual trust need to be nurtured because consumers consider unethical marketing activities to be unacceptable and often refuse to engage in businesses that employ unacceptable methods.